Building the Business Case for Brand Purpose
One of the most difficult decisions for a brand is when and how to engage with their community around tragedies and world events. The answers aren’t always easy, but when you know your purpose these delicate decisions become just a … Continue reading “Difficult Decisions” →
I’ve been following the brand purpose discussion for a few years. So, while the discussion around purpose isn’t new, there have been some significant business shifts recently that are elevating the conversation around brand purpose and building momentum behind the purpose movement. … Continue reading “The Purpose Movement” →
I enjoy the writing process because you don’t always know where it will take you. (Much like owning a business.) What started as a look back at 2019 turned into a roadmap for 2020. Today, I’m sharing my five key … Continue reading “What I learned from 2019” →
This fall, I signed up for an online workshop hosted by author and marketing expert Seth Godin. As an avid reader of Seth’s Blog, I was curious about what his online workshop experience would be like. I really liked it. … Continue reading “Choosing Your Audience” →
The Business Roundtable, a non-profit comprised of the CEOs of some of the country’s largest companies, recently issued a Statement on the Purpose of Business, asking companies to move from a long-standing stockholder-first definition of business to a stakeholder view. The … Continue reading “Business Roundtable on Purpose” →
I saw a social media post recently from a widely regarded leader encouraging employees “to hold leadership accountable. To speak up, if management goes of course.” However, it struck me that without a clear understanding of a company’s purpose and … Continue reading “Brand Accountability” →
CEOs and business owners wear a lot of hats. There’s no question. Now we are adding one more: Chief Purpose Officer. Lately, I’ve noticed the profound importance of having a founder or chief executive fully engaged in the process of … Continue reading “Chief Purpose Officer” →
I recently had the opportunity to hear content marketing guru Amanda Todorovich speak about growing Cleveland Clinic’s Health Essentials into one of the most widely read health blogs in the country. Her secret = clarity. Cleveland Clinic’s content strategy is one … Continue reading “Keeping it Simple” →
Storytelling has always been important for businesses and a backbone of marketing. Jump back to the big ad days when companies used stories to paint a picture of life with a certain product or service. Stories took on new meaning with … Continue reading “Purposeful Storytelling” →
How do you make business decisions? How do you know the right next move? What about your employees? How do they know? One of the less measurable but most impactful benefits of brand purpose is critical decision-making. In a survey of … Continue reading “The Secret to Better Decision-Making” →